The 39 days in the shadow of the World Cup
In retail, when you’re in the right place at the right time with the right brands and the right guests, you really are on top of the world.
But this year, we at American Dream will be able to honestly claim to have achieved one of the highest standards of this position. On Sunday, July 19, we will be in the shadow of our New Jersey Meadowlands neighbor, MetLife Stadium (to be hailed as NY/NJ Stadium during the tournament), when the ball drops to commence the 2026 FIFA World Cup Final.
For 39 straight days, American Dream will serve as a soccer sanctuary for an estimated two million visitors from across the globe. Seven other games between teams from around the world will be played at MetLife around the World Cup, including Brazil vs. Morocco, France vs. Senegal, and Panama vs. England. Soccer fanatics are already tuning up for the event at American Dream and we have been ready for them.
Last October, we hosted a special Legends Match soccer exhibition followed by meet-and- greets with the soccer greats that included Sergio Goycochea, Mario Kempes, Carlos Valderrama, Juan Pablo Sorin, René Higuita and Óscar Córdoba. The two-day event coincided with the 65th anniversary of Diego Maradona’s birth and the upcoming opening of the Soccer Factory, an immersive experience honoring the culture of Argentine soccer at American Dream.
A wide range of our tenants have been eager to join in on our participation in the World Cup Final. Among them:
- In January, Adidas opened is first soccer-only store at American Dream featuring premium athletic footwear, performance gear and Adidas Originals all in one place. The first 200 visitors to the store
received a custom Adidas Zine filled with exclusive content, World Cup schedules and other surprises. - In tribute to the soccer superstar Lionel Messi, we will be opening The Messi Experience, a multi-room, nine-installation journey that gives fans an opportunity to test their soccer skills and explore Messi’s legacy.
- From July 11 - 19, “La Plaza de Fútbol” will give some 1,000 Hispanic-owned New Jersey businesses the opportunity to showcase their products and services.
- Build-A-Bear Workshop is introducing a soccer-themed overlay for their concept to get young children — many for whom soccer was their first sport — to take part in the World Cup celebration.
- And nearly all of our bars and restaurants are eager to catch World Cup Fever.
We, too, have reached out to help FIFA by opening our doors early, providing parking, and serving as a place where soccer fans can congregate. Summer is a busy season for us at American Dream, and there will be a lift in that traffic.
American Dream has already established itself as a global destination, welcoming visitors from all 50 states and more than 125 countries annually. The World Cup will only elevate our profile, showcasing the uniqueness of our property on a global stage.
We are excited to play a key role in delivering off-the-pitch entertainment and hospitality. It promises to be an exciting and rewarding summer — one that propels us to an even stronger future.
Adam Petrick is the chief marketing officer of New Jersey Meadlowlands-based American Dream.